A Study of the Attitude toward Behavior, Subject Norm and Perceived Behavior Control that Affect the Purchase Intention of Dietary Supplements of the Consumers in Khon Kaen Municipality

Abstract

           The Civid-19 situation effected to new normal of life in people. They had more attention of health care and to more consistent. Dietary supplements were therefore another popular product among consumers. The objectives of this research were to study 1) the attitude toward behavior, subject norm, perceived behavior control, and purchase intention of dietary supplements 2) the relationship of attitude, subjective norm and perceived behavioral control on purchase intention of dietary supplements of Khon Kaen Municipality’s consumer. Samples were 120 people, 20 years old and above, living in Khon Kaen Municipality who had listened to radio advertising of dietary supplements. Data were collected by questionnaire and analyzed by descriptive statistics, Pearson’s correlation coefficient and multiple regression analysis. The results show that the attitude toward behavior, subject norm, and perceived behavior control on dietary supplements all are rated at the agree level. The attitude toward behavior, subjective norms, and perceived behavioral control have a positive effect on the purchase intention of dietary supplements of Khon Kaen Municipality’s consumer at the statistically significant level of 0.05. The model could predict 68.20% of the purchase intention of dietary supplements of  Khon Kaen Municipality’s consumer. Perceived behavioral control is the most impotant predictor, followed by attitude toward behavior and subjective norm respectively.